Kansai Nerolac Paints Marketing Strategy 2024: A Case Study

Kansai Nerolac Paints Limited (KNPL) is a leading player in the Indian decorative paint market. With a market share of over 40%, the company has successfully positioned itself as a trusted brand in the industry. In this case study, we will dive deep into Kansai Nerolac Paints’ marketing strategy for the year 2024, exploring its tactics, branding initiatives, promotional strategies, advertising campaigns, market positioning, and competitive analysis.

As one of the largest decorative paint companies in India, Kansai Nerolac Paints offers a wide range of products across various categories, including Automotive Coatings, Industrial Coatings, Decorative Coatings, Protective Coatings, and Marine Coatings. With a strong focus on community enrichment programs, the company is committed to making a positive impact on society.

Key Takeaways:

  • 1. Kansai Nerolac Paints is a leading player in the Indian decorative paint market with over 40% market share.
  • 2. The company offers a wide range of products across different categories, including Automotive Coatings, Industrial Coatings, Decorative Coatings, Protective Coatings, and Marine Coatings.
  • 3. Kansai Nerolac Paints has a strong focus on community enrichment programs, aiming to make a positive impact on society.
  • 4. In this case study, we will analyze the marketing strategy of Kansai Nerolac Paints for the year 2024, exploring its tactics, branding initiatives, promotional strategies, advertising campaigns, market positioning, and competitive analysis.

About Kansai Nerolac Paints

Kansai Nerolac Paints Limited, also known as Goodlass Nerolac Paints Ltd, is a renowned paint company founded by Katsujiro Iwai in Japan. With six paint manufacturing plants and collaborations with contract manufacturers, Kansai Nerolac Paints has established a strong presence in the industry. The company offers a diverse range of products, including decorative paint, automotive coatings, industrial coatings, protective coatings, and marine coatings, catering to various customer needs.

What sets Kansai Nerolac Paints apart from other decorative paint companies is its commitment to community enrichment programs. The company actively engages in initiatives aimed at improving the quality of life for individuals and communities. From promoting sustainable practices to supporting education and skill development, Kansai Nerolac Paints strives to make a positive impact on society.

With a strong foundation in Japan, Kansai Nerolac Paints has expanded its operations globally, including a prominent presence in India. The company’s dedication to innovation, quality, and community welfare has propelled it to become one of the leading players in the paint industry.

Marketing Strategy of Nerolac Paints

Nerolac Paints has implemented a unique marketing strategy to differentiate itself from other paint brands. The company focuses on promoting its paints as lead-free and highlights the health benefits to attract health-conscious customers. By prioritizing the well-being of their customers, Nerolac Paints has developed a strong marketing approach that resonates with the target audience.

In line with their marketing strategy, Nerolac Paints has also invested in online tools such as paint calculators. These tools assist customers in accurately estimating the quantity of paint required for their projects, ensuring minimal wastage and cost-efficiency. By providing these resources, Nerolac Paints demonstrates their commitment to customer satisfaction and convenience.

The introduction of a healthy paint version, free from harmful lead, aligns with the growing demand for environmentally friendly and safe products. This marketing strategy highlights Nerolac Paints’ dedication to providing high-quality, sustainable paint options.

Through their emphasis on health benefits, online tools, and lead-free paints, Nerolac Paints aims to enhance the popularity and efficiency of their products. This innovative marketing approach sets them apart in the industry and positions them as a trusted brand that prioritizes customer well-being.

Marketing Campaigns of Nerolac Paints

Nerolac Paints has consistently launched impactful and successful marketing campaigns, leveraging various strategies to engage and resonate with their target audience. These campaigns have played a pivotal role in enhancing brand awareness and establishing Nerolac Paints as a leading player in the industry.

Partnerships and Engaging Contests

Nerolac Paints has collaborated with Talenthouse India, a renowned creative talent platform, to foster creativity and engage with their customers. Through this collaboration, they have conducted contests that encourage customers to recreate Nerolac’s catchy jingles, providing a unique and interactive experience.

These engaging contests not only create a sense of community but also showcase the brand’s commitment to customer involvement and appreciation. By giving customers an opportunity to showcase their talent, Nerolac Paints has effectively fostered a deeper connection with their target audience.

Brand Ambassadors and Captivating Ad Campaigns

Nerolac Paints has enlisted the support of notable celebrities such as Shah Rukh Khan and Ranveer Singh to endorse their brand. These well-known brand ambassadors have played a crucial role in increasing the visibility and recognition of Nerolac Paints, capturing the attention of millions of consumers.

The brand’s advertising commercials featuring these brand ambassadors have garnered significant attention and helped position Nerolac Paints as a trusted and reliable brand. The charismatic presence of these celebrities has added an element of charm and relatability to the company’s marketing efforts.

Environmental Safety Initiatives

In addition to their captivating marketing campaigns, Nerolac Paints actively focuses on environmental safety initiatives. The company recognizes the importance of sustainable practices and strives to minimize their impact on the environment.

Through their advertising content, Nerolac Paints emphasizes their commitment to environmental safety, urging consumers to choose paint products that are not only visually appealing but also eco-friendly. By highlighting the importance of responsible choices, Nerolac Paints positions itself as a brand that not only delivers high-quality products but also contributes to a greener future.

One example of their environmental safety initiative is their collaboration with cricket players. Nerolac Paints has created impactful advertising campaigns, featuring cricketers, to spread awareness about the importance of using eco-friendly paint products. These campaigns stress the notion that consumers can make a positive difference by making environmentally conscious choices in their everyday lives.

These marketing campaigns have played a crucial role in building brand loyalty and establishing Nerolac Paints as a trusted name in the market. Through their catchy jingles, captivating ad campaigns, and commitment to environmental safety initiatives, Nerolac Paints has successfully engaged with their target audience and established a strong brand presence.

Brand Ambassadors of Nerolac Paints

Nerolac Paints has partnered with renowned actors and celebrities to serve as their brand ambassadors, enhancing the company’s reputation and reach. Among the notable brand ambassadors are Ranveer Singh and Shah Rukh Khan.

Ranveer Singh, a talented and charismatic actor, has been associated with Nerolac Paints as its brand ambassador. With his energetic persona and widespread appeal, Singh brings a fresh and vibrant perspective to the company’s marketing campaigns.

Shah Rukh Khan, an iconic Bollywood superstar, has also lent his name and image to Nerolac Paints as their brand ambassador. Khan’s immense popularity and influence help strengthen the brand’s visibility and promote its products to a wider audience.

These collaborations with esteemed celebrities like Ranveer Singh and Shah Rukh Khan have played a crucial role in increasing the popularity and brand image of Nerolac Paints. By leveraging their star power and credibility, Nerolac Paints has effectively captured the attention and trust of consumers.

Marketing Mix of Nerolac Paints

Nerolac Paints, a prominent player in the paint industry, employs a comprehensive marketing mix strategy to drive its success. By focusing on the 4 Ps – Product, Price, Place, and Promotion – Nerolac Paints has established a strong market presence and garnered a loyal customer base.

Product Strategy

Nerolac Paints offers a wide range of high-quality products under the decorative paint category. With a commitment to providing superior paint solutions, the company ensures that its products are designed to meet the diverse needs and preferences of consumers. Whether it’s interior paints, exterior paints, or specialized paints for different surfaces, Nerolac Paints has a product for every requirement.

Price Strategy

Nerolac Paints adopts a dynamic pricing strategy that caters to different customer segments. The company understands the importance of offering competitive prices while maintaining the premium quality of its products. By analyzing market trends and customer preferences, Nerolac Paints ensures that its pricing strategy remains flexible and aligned with the value its products deliver.

Place and Distribution Strategy

Nerolac Paints has built a robust distribution network to make its products easily accessible to customers. The company has a wide network of vendors and retailers, ensuring widespread availability of its paints across different geographical locations. Additionally, Nerolac Paints has strategically located manufacturing facilities for efficient production and distribution, allowing the brand to meet customer demands effectively.

Promotion Strategy

Nerolac Paints utilizes various promotional channels to reach and engage its target audience. The company invests in advertising campaigns that highlight the unique features and benefits of its products. Additionally, Nerolac Paints leverages digital platforms, such as its website and social media channels, to connect with consumers, provide valuable content, and offer online tools like paint calculators to assist customers in their paint selection process. By actively engaging with consumers, Nerolac Paints enhances brand visibility and fosters customer relationships.

Marketing Mix Elements Strategies and Tactics
Product Wide range of high-quality decorative paints designed to meet diverse customer needs
Price Dynamic pricing strategy to cater to different customer segments
Place and Distribution Robust distribution network with a wide network of vendors and strategically located manufacturing facilities
Promotion Advertising campaigns, online tools, and active engagement on digital platforms

SWOT Analysis of Nerolac Paints

Nerolac Paints’ SWOT analysis provides valuable insights into the company’s internal strengths and weaknesses, as well as external opportunities and threats. Understanding these factors is crucial for devising effective business strategies and maintaining a competitive edge in the market.


  • Excellent marketing strategies that have contributed to the company’s strong brand presence and market share.
  • A wide range of high-quality products, including decorative paints, automotive coatings, industrial coatings, protective coatings, and marine coatings.
  • A consistent focus on research and development, enabling Nerolac Paints to introduce innovative and superior paint solutions.


  • Changing customer preferences pose a challenge for Nerolac Paints, as it requires the company to continuously adapt its product offerings to meet evolving demands.
  • The current business model employed by Nerolac Paints is replicable, making it susceptible to competition from rival brands.


  • Developing an environmentally friendly brand by expanding their range of eco-friendly paints and promoting sustainable practices.
  • Offering special discounts and promotions to attract new customers and retain existing ones.


  • Government regulations related to environmental protection and safety can impact the production and distribution of Nerolac Paints.
  • Competition from other paint brands in the market, both national and international, poses a threat to Nerolac Paints’ market share.

By leveraging its strengths and addressing its weaknesses, Nerolac Paints can seize the opportunities in the market while effectively mitigating the threats. This SWOT analysis provides a comprehensive understanding of the factors influencing the company’s performance and aids in formulating strategic decisions for continued success in the paint industry.

Strengths Weaknesses Opportunities Threats
Excellent marketing strategies Changing customer preferences Developing an environmentally friendly brand Government regulations
Wide range of products Replicable business model Offering special discounts Competition from other paint brands
Focus on research and development

Importance of Digital in Nerolac’s Marketing Strategy

Digital marketing plays a crucial role in Nerolac Paints’ overall marketing strategy. With the ever-increasing prominence of the digital landscape, the company recognizes the importance of leveraging digital platforms to effectively reach and engage with their target audience.

One of the key components of Nerolac’s digital strategy is its website, which serves as a digital hub for product information, customer support, and interactive experiences. The website provides users with a seamless browsing experience, allowing them to explore Nerolac’s wide range of paint products and access useful tools and resources.

In addition to a user-friendly website, Nerolac Paints has also developed an app that enables customers to conveniently access information and services on their mobile devices. The app offers features including color visualization tools, paint calculators, and a store locator, providing users with a convenient and personalized experience.

Nerolac understands the power of social media in connecting with consumers. The company maintains an active presence on popular social media platforms such as Facebook, Instagram, and Twitter. Through engaging content and regular updates, Nerolac effectively communicates with its audience, building brand loyalty and driving customer engagement.

Interactive content is another crucial aspect of Nerolac’s digital strategy. The company creates interactive content such as quizzes, polls, and augmented reality ads to enhance user experience and encourage active participation. These interactive elements not only entertain and inform customers but also create a memorable brand experience, strengthening the overall brand perception.

Furthermore, Nerolac harnesses the influence of influencers in their digital marketing efforts. By partnering with relevant influencers in the home decor and design space, the brand is able to tap into their established audiences and amplify their reach. The credibility and authenticity of influencers help Nerolac connect with consumers on a deeper level, fostering trust and influencing purchase decisions.

Overall, Nerolac Paints recognizes the immense potential of digital marketing in driving brand awareness, customer engagement, and ultimately, sales. By implementing a comprehensive digital strategy comprising a compelling website, a user-friendly app, an active social media presence, impactful interactive content, and strategic influencer partnerships, Nerolac effectively navigates the digital landscape and establishes a strong connection with its target audience.

Benefits of Digital Marketing in Nerolac’s Strategy
Increased brand visibility and awareness
Enhanced customer engagement and interaction
Access to a wider audience through targeted advertising
More personalized and tailored marketing campaigns
Real-time data and analytics for informed decision-making
Cost-effective marketing compared to traditional channels

Communication Touchpoints of Nerolac’s Marketing Strategy

Nerolac Paints utilizes a comprehensive marketing strategy that encompasses a wide range of communication touchpoints to effectively engage with their target audience. These touchpoints include in-store communication, outdoor advertising campaigns, and strategic brand installations.

In-Store Communication

In-store communication is a vital element of Nerolac’s marketing strategy. The company focuses on creating impactful messaging and displays within paint stores, specifically targeting contractors and professionals in the industry. This ensures that their products are prominently showcased and easily accessible to their target market.

Outdoor Advertising Campaigns

Outdoor advertising serves as a powerful display media for Nerolac Paints’ marketing campaigns. Through strategically placed billboards, hoardings, and digital displays in high traffic areas, the brand effectively communicates its offerings and messages to a wide range of audiences. Outdoor advertising allows Nerolac to create a strong brand presence and generate awareness among potential customers.

Type of Outdoor Advertising Benefits
Billboards High visibility and exposure to a broad audience.
Hoardings Strategic placement in key locations to target specific demographics.
Digital Displays Engaging and dynamic content to capture audience attention.

Brand Installations

Nerolac Paints strategically places brand installations at various locations such as airports and events like the Kumbh Mela. These installations provide an immersive brand experience and serve as a powerful tool to engage with potential customers. By creating visually captivating installations, Nerolac effectively communicates the brand’s values, offerings, and unique selling propositions.

Nerolac Paints understands the importance of communicating with their target audience through various touchpoints. By leveraging in-store communication, outdoor advertising, and brand installations, Nerolac effectively reaches different demographics and establishes a strong brand presence in the market.

Key Nerolac Campaigns

Nerolac Paints has executed several key campaigns that have successfully created brand awareness and engaged consumers. These campaigns have showcased the brand’s creative and innovative approach to marketing.

Tareef ka Kabil moments

Tareef ka Kabil moments was a campaign launched during cricket matches to celebrate and appreciate players’ exceptional performances. The campaign highlighted Nerolac’s commitment to recognizing talent and excellence, resonating with sports enthusiasts and fans across the country.

Esho Gorhi Nobo Bongo

Esho Gorhi Nobo Bongo was a campaign launched during Durga Puja in West Bengal, showcasing the vibrancy and festivities of the festival. Nerolac Paints partnered with local communities to create stunning Durga Puja pandals and installations, adding colors to the celebrations and further establishing its brand presence in the region.

Little Bit of Nerolac

The “Little Bit of Nerolac” campaign focused on household products and their role in transforming homes. It emphasized the brand’s wide range of offerings for different spaces and showcased its expertise in creating beautiful and long-lasting transformations. The campaign resonated with homeowners looking to add a touch of Nerolac’s quality and aesthetics to their spaces.

These key campaigns have contributed significantly to Nerolac Paints’ success and recognition in the market. Their creative concepts and strategic execution have helped the brand connect with consumers on a deeper level, making Nerolac Paints a household name in the paint industry.


Kansai Nerolac Paints has successfully implemented a comprehensive marketing strategy that encompasses various elements, resulting in their success as a trusted and prominent player in the paint industry. With a strong focus on innovation, community enrichment, and customer engagement, they have set themselves apart from their competitors.

Through their strategic branding initiatives, impactful advertising campaigns, and collaboration with influential brand ambassadors like Ranveer Singh and Shah Rukh Khan, Kansai Nerolac Paints has effectively positioned themselves as a reliable and top choice for consumers.

Furthermore, their digital presence and utilization of interactive content, such as quizzes and augmented reality ads, have enhanced user experience and strengthened their connection with their target audience. By staying ahead of the curve in terms of technology and communication touchpoints, Kansai Nerolac Paints has been able to effectively engage and interact with their customers.

In conclusion, Kansai Nerolac Paints’ marketing strategy has been a masterpiece, driving their success in the industry. By prioritizing innovation, community enrichment, and customer engagement, they have secured their position as a leading paint company. With their strong brand image and effective marketing tactics, Kansai Nerolac Paints is set to continue their growth and dominance in the market.


What products does Kansai Nerolac Paints offer?

Kansai Nerolac Paints offers a wide range of products including Automotive Coatings, Industrial Coatings, Decorative Coatings, Protective Coatings, and Marine Coatings.

What are some of the marketing initiatives of Kansai Nerolac Paints?

Kansai Nerolac Paints focuses on community enrichment programs and is committed to contributing in various ways.

What is the marketing strategy of Nerolac Paints?

Nerolac Paints promotes their paints as lead-free and emphasizes the health benefits. They have developed online tools such as paint calculators to help customers use their products effectively.

What are some of the successful marketing campaigns of Nerolac Paints?

Nerolac Paints has launched campaigns in collaboration with brand ambassadors such as Shah Rukh Khan and Ranveer Singh. They also focus on environmental safety initiatives and create impactful advertising content.

Who are the brand ambassadors of Nerolac Paints?

Nerolac Paints has appointed popular faces like Ranveer Singh and Shah Rukh Khan as brand ambassadors.

What is the marketing mix of Nerolac Paints?

Nerolac Paints follows the 4 Ps of the marketing mix – Product, Price, Place, and Promotion.

What is the SWOT analysis of Nerolac Paints?

The SWOT analysis of Nerolac Paints highlights its strengths, weaknesses, opportunities, and threats.

How does digital marketing play a role in Nerolac’s marketing strategy?

Nerolac Paints has a website, app, and social media presence for customer engagement. They provide interactive content and collaborate with influencers for digital marketing.

What are the communication touchpoints of Nerolac’s marketing strategy?

Nerolac Paints uses in-store communication and outdoor advertising campaigns to reach customers. They strategically place brand installations at airports and events to reach different demographics.

What are some of the key campaigns of Nerolac Paints?

Nerolac Paints has executed campaigns such as “Tareef ka Kabil moments”, “Esho Gorhi Nobo Bongo”, and “Little Bit of Nerolac”.
About the author
Editorial Team